GUELPH — Breastfeeding mothers and their babies, along with dads, partners, siblings, grandparents and friends, will take over Market Square Saturday morning in a bid to be the most breastfeeding-friendly city in the country.

WE (Women Everywhere) Breastfeed, a peer support group at the Guelph Community Health Centre, has organized the event as part of the Canada-wide Quintessence Challenge.

At precisely 11 a.m. organizers will count how many babies have latched-on in this public feeding frenzy and the numbers will be reported to the Quintessence Foundation, a national organization that promotes breastfeeding.

“They determine which community wins,” said Peggy Nickels, a health promoter at the Guelph Community Health Centre, who oversees the support group.

“What we really want is to publically celebrate and promote breastfeeding.”

The World Health Organization recommends breastfeeding exclusively for the first six months and to continue breastfeeding for two years or more even after solid food is introduced. It gives the best start to infants with long-term benefits such as fewer food allergies and lower rates of obesity and diabetes in later life.

Nickels understands that breastfeeding isn’t for everyone, “but what we want is for women to make an informed choice. And even though attitudes are changing, women are still told they can’t breastfeed in some restaurants and public places.

“If they don’t feel comfortable breastfeeding in public, they are more likely to stop. And often, once a baby gets used to a bottle, it doesn’t go back to the breast.”

The WE Breastfeed group matches new mothers with volunteers who have been trained to help with breastfeeding.

“We try to connect prenatally too. Sometimes all a woman needs is a little encouragement to breastfeed. Then she’s off and doing fine on her own.”

The ‘latch mob’ is a family-friendly event, with face painting, games and songs for the little ones, and the Funky Mamas to entertain everyone. Attendees are encouraged to bring their own lawn chairs as seating is limited.

The overhang at the entrance to city hall will protect against some elements, but if the weather is bad, the event moves to the shelter of 10 Carden St.

Registration for moms and babies begins at 10:30; the latch-on begins at 11 a.m.

More information about the Quintessence Challenge can be found at www.babyfriendly.ca. To learn more about WE Breastfeed, contact Gail Guindon at 519-821-6638 ext. 250.